Talking Tourism

Issue 639, December 17, 2020


Welcome to this week’s edition of Talking Tourism newsletter.

Image 1

Advertise your job opportunities through StudyPerth

Tourism WA partnered with StudyPerth to deliver the first International Students Job Connect event on Tuesday. The event aimed to help address a shortage of workers in tourism and hospitality by connecting prospective employers with international students who are living in WA and looking for work. The “speed networking” format allowed the prospective employers to talk to the students about their businesses and the range of opportunities currently available. If you have an employment opportunity, you can list it on the StudyPerth website. More information about the event is available on our website.


Highlights of 2020 showcased in end of year video

While the impact of COVID-19 has resulted in an unprecedented year for our tourism industry, we’ve still been able to come together to achieve some great results and lock in some exciting events for the future. From starting off the year with record tourism numbers and spend, we adapted when COVID-19 hit to offer support to our tourism operators affected by the pandemic. Despite the challenges, we still chalked up some wins to be proud of, including hosting ATP Cup, welcoming the first Shanghai to Perth direct flight and the epic Perth Festival Highway to Hell event to name just a few. But don’t just read about it, check out the video on our corporate You Tube channel.


Helloworld partnership a bonus for Perth region

We’ve launched a significant marketing partnership with leading Australian-based travel company, Helloworld, to support tourism in the Perth region. It will run through December into early February in the eastern states with the offer of a ‘bonus bundle’ for longer accommodation bookings at Perth and Fremantle hotels. Bookings of three nights will receive a complimentary $150 tour and experience voucher and bookings of five nights will receive a complimentary $300 tour and experience voucher. The deal encourages interstate visitors to stay longer in WA and enjoy more of what the Perth region has to offer, while also providing an incentive for visitors to support tour and experience operators. The accommodation offer will be promoted through press, digital, social and in-store advertising and will be supported by an agent sales incentive.


Perth secures Youth Water Polo events

The State’s tourism industry and sporting events calendar is receiving a boost, with Tourism WA securing the Australian Youth Water Polo Championships for January 2022 and January 2025. The AYWPC is an annual national competition for water polo players under the age of 18. The competition has four age divisions, in which individuals compete for their club or school and also includes the International Test Series. The event is expected to bring thousands of visitors to WA, including competitors, their support crews and spectators. Read more here.


Premium Albany hotel a top tourism addition

Middleton Beach in Albany will get a quality new hotel following the sale of a prime waterfront development site. A consortium between Pacifica Developments and Ausglobal group were the successful buyers, and the Seashells Group will be the hotel operator. The planned four-star plus hotel will offer up to 100 rooms and will feature beach-front dining options. The hotel is the centrepiece of the Middleton Beach Activity Centre redevelopment, which will include residential and mixed-use homes in the precinct. Tourism WA has worked closely with Development WA to encourage a quality tourism accommodation outcome for this waterfront location. Read more here


Tourism WA campaign win

Tourism WA’s campaign with John Brown Media won Silver in the Best Use of Monetised Content at the International Content Marketing Awards. The award recognised a UK campaign with upmarket British supermarket, Waitrose & Partners, in which Tourism WA collaborated with the South Australian Tourism Commission and Qatar Airways to showcase why readers of its Food magazine should choose WA and SA for their next long-haul holiday. Inspiring content on Perth, the Kimberley and Australia’s South West was promoted across the magazine, website and app, supported by a reader event, wine promotion and digital campaign, which resulted in increased bookings to Perth with Qatar Airways.


Chinese Live Stream awarded

Tourism WA’s first season of live streams on Chinese social media giant, Ma Feng Wo, has won two Chinese marketing awards. Aligned to the Adventure Awaits campaign, the series was developed to keep Western Australia top of mind for Chinese visitors when the time is right to travel again. The live streams won Ma Feng Wo’s Best Innovation Marketing award. The campaign also picked up a Best Destination Marketing Award by Pinchain, a popular Chinese media outlet. The series broke viewing records attracting more than 260,500 viewers across five episodes and earning more than $1.8 million in PR value for Western Australia. Thanks to our industry partners including LH Global and more than 20 WA tourism operators who were involved in making this first season a resounding success.


Turning Singaporeans Dreaming into Planning

Our trade and consumers are being encouraged to dream and plan while adventure awaits in Western Australia. To date, the Tourism WA Singapore and Malaysia team has trained 1,346 Singapore and Malaysia agents. Agents were given training in individual products while others received a refresher course on WA. The training means agents have up-to-date information and knowledge of the State in preparation for when travel resumes. The team is also working closely with key agents on live streaming sessions to help them inspire their customers to plan for travel to Western Australia, when the time is right. More live shows are scheduled for later this month and in January 2021. Watch the video here


UK Trailfinders agents capture Australia’s Coral Coast on canvas

This week Trailfinders agents and product managers took part in a virtual painting class via Zoom, re-creating the picturesque landscape of Francois Peron National Park on Australia’s Coral Coast. Invitations to the painting class, which was organised through our UK office, were sent to a select group of Trailfinders agents who completed WA training on the Aussie Specialist program in December. Paint, canvases, artist beret and bubbles were delivered to homes across the UK to take part in the immersive virtual event.


Guidelines released for Building Better Regions funding

Local communities, particularly those impacted by loss of regional tourism, can apply to receive project financial support under the Building Better Regions fund. This is the fifth round of the $200 million Federal fund, with the project guidelines launched yesterday.  $100 million of the fund is reserved to support tourism-related infrastructure. Applications open on January 12, 2021 and close on March 5, 2021. To view the guidelines, go to the website.


Last edition of Talking Tourism for 2020

Talking Tourism will be taking a break over Christmas and the New Year. This is our last edition for 2020 and we’ll be back in action on Thursday January 14, 2021. Don’t forget you can check out past issues of Talking Tourism on our corporate website.


Vote in Lonely Planet’s Readers’ Choice awards

Do you think your region, town, organisation or experience is best in class? Then it’s time to vote. Lonely Planet is giving you the chance to contribute to its Best in Travel Readers’ Choice awards. The list, an extension of their prestigious annual Best in Travel, will be entirely selected by the public’s vote for their travel favourites under three categories; sustainability, community and diversity. The winners’ list will be announced in January with a global publicity campaign. Vote here before December 31, 2020.


Esperance campaign to attract staff

The Shire of Esperance, the Esperance Chamber of Commerce and Industry and the Goldfields-Esperance Development Commission have joined forces on a new marketing campaign, 6450 Job Connection, to address staff shortages. The campaign includes videos which encourage locals to look for a second job over summer or appeals to the wider WA community to move to Esperance for a summer working holiday. The videos direct people to the Esperance Recovery Resource Information Centre where job vacancies are listed.




To list or update an industry event, please email


TRC x CRL Symposium

February 18: The Tourism Research Cluster's Annual International Symposium, this year co-hosted by Curtin's Consumer Research Lab, will be held on February 18, 2021. The event, which is offered in person or online, will focus on the 'The Digital Future of the Tourism Industry in WA'. The 2021 TRC x CRL Symposium aims to bring together key academics and industry leaders to discuss the opportunities and challenges of the digital landscape. For more information or to register, visit the symposium website.


Destination Australia 2021

March 4: Tourism Australia will host the seventh annual Destination Australia conference on March 4, 2021 at the ICC Sydney. After the unprecedented challenges of 2020, the conference will focus on the future of Australian tourism, with high profile speakers sharing consumer insights, global trends and discussing key opportunities for the tourism industry in a post COVID-19 world. Destination Australia will also be offered online for those unable to attend in person. Watch a recap of last year’s event here and stay tuned for more information on speakers and how to register.


Register for regional workshops and networking for 2021

2021: Registrations are now open for Tourism Council WA’s training workshops and Tourism Connect networking functions throughout the region for next year in 2021. Attend the training workshops to upskill your business, then join Tourism Council CEO Evan Hall at the networking event to discuss important industry issues. For the full schedule of events and to secure your spot, visit TCWA’s website.